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Why You Should Listen to the Customer

August 18, 2014

Braden Kowitz, design partner at Google Ventures: It’s so much fun to make things that it’s often hard to stop and listen. I’ll admit it — even though I know user research is valuable, I’ve argued against it on many projects. Luckily, I work with talented and stubborn people who have proven me wrong over and over again. So here are some of the dumb excuses I’ve made, and how I coach myself out of making the same mistakes again…